媒介事件的协商理论在体育赛事传播中的应用研究

Research on the Application of Media Event Negotiation Theory in Sports Event Communication

体育赛事得以广泛而成功的传播主要依赖于组织、媒体与观众三要素之间的相互认可与有效协同,大型体育赛事之所以成为媒介事件,离不开三者之间贯穿始终的“协商”,因此媒介事件的“协商”是赛事成为媒介事件的基础。该文以丹尼尔·戴扬“媒介事件的协商”为理论依据,通过文献资料法、案例分析法,从理论与具体操作层面研究事件组织者、媒体、受众在体育赛事传播中“协商过程”的实现机制,以及体育赛事成为媒介事件并得以广泛传播的意义,以期为体育赛事的传播过程中“协商”机制的应用提供参考。

The wide and successful communication of sports events mainly depends on the mutual recognition and effective cooperation among the three elements of organization,media and audience.The reason why large-scale sports events become media events cannot be separated from the"negotiation"which runs through the three.Therefore,the"negotiation"of media events is the basis of the event becoming a media event.Based on Daniel Dayan’s"consultation on media events",this paper studies the realization mechanism of event organizers,media and audience’s negotiation process in sports event communication through literature and case analysis,and the significance of it to become a media event and spread widely.The purpose of this paper is to provide reference for the application of the"consultation"mechanism in the process of sports events communication.